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Are brand owners targetting the wrong bartenders for brand advocacy? – Comment

Charlie Mitchell
By Charlie Mitchell
6 Min Read

Imagine how big a premium brand could become by leveraging the army of advocates in middle-tier venues to convert trade-up opportunities.


A bartender speaking to drinkers in a crowded bar
Credit: Darya Sannikova/Pexels
I had the pleasure late last year of hosting the ‘Bars in 2035’ Pernod Ricard SIP roundtable - a first-of-its-kind meeting of minds that brought together the most well-known, innovative and celebrated bartenders in the world, all of whom had cut their teeth and enhanced their reputations at the most prestigious and influential venues around. The attendees were fantastic value, providing cutting-edge opinion and genuine insight. Their profile, however, was reflective of the relentless focus from brand owners on the very highest echelon of bartender and bar. And it makes sense. The theory go

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  • AB InBev
  • Bacardi
  • Campari Group
  • Diageo
  • Moët Hennessy
  • Pernod Ricard
  • Proximo Spirits
  • Suntory Global Spirits
  • William Grant & Sons

Charlie Mitchell
ByCharlie Mitchell
Charlie Mitchell is a renowned industry commentator and research expert within the drinks industry, having worked for well over a decade delving into the data that tells the story of how consumers eat and drink out. After having spent 13 years at NielsenIQ (formerly CGA Strategy), where he led the on-trade consumer & bartender research division, Charlie now heads up data, research & insights at Wilde Toast, the specialist drinks agency that helps drinks get chosen, through intelligent activation. Working with bartenders, consumers and trade professionals, Charlie distils what is happening in the sector to build winning strategies for brands. Email him at [email protected]
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